Mumbai: IAB Tech Lab has announced the donation of Amazon Ads’ Dynamic Traffic Engine (DTE), a new framework aimed at improving efficiency and transparency in the programmatic advertising ecosystem. The initiative will be developed as part of IAB Tech Lab’s Open Source Project.
The Dynamic Traffic Engine is designed to enable demand-side platforms (DSPs) to communicate bidding priorities more effectively to supply-side platforms (SSPs), helping reduce inefficiencies and unnecessary bid requests across the supply chain. The framework aligns with the broader shift toward smarter, agentic real-time systems that optimise demand signaling and reduce query-per-second (QPS) waste.
“The donation of the Dynamic Traffic Engine is a massive leap toward a curated, hyper-efficient programmatic supply chain,” said Anthony Katsur, CEO, IAB Tech Lab. “By enabling demand signals to actively shape the bidstream, we are directly addressing the industry’s QPS waste and escalating infrastructure costs. This isn’t just about technical efficiency and cost savings; it’s about establishing and managing a refined model of a broad supply chain that optimizes campaign performance by ensuring that every bid request represents a high-value opportunity for both buyers and sellers. For buyers, it represents an opportunity to drive greater performance. For sellers, it represents an opportunity to drive higher revenues.”
The framework introduces a file-based approach that allows DSPs to define preferred bid request criteria over specific periods. These signals can range from broad targeting parameters to highly granular audience or inventory preferences. SSPs can then act on these inputs in real time, reducing redundant bid requests and improving overall system efficiency.
“For years, sellers have had to make educated guesses about what buyers want, without access to the signals that actually drive decisions,” said Pieter de Zwart, Director of Engineering, Amazon Ads. “We’re shifting from guessing to knowing, using a broader range of real high-value signals from across the programmatic buy brought directly into the process. This enables the supply chain to act with greater certainty, reducing wasted requests, improving audience reach for advertisers, and helping publishers better monetize their inventory.”
The Dynamic Traffic Engine will be developed under IAB Tech Lab’s Open Source Initiative, with contributions from industry working groups and stakeholders. Initial proposals include integrating the framework into the Agentic Advertising Management Protocols, particularly leveraging the Agentic Real-Time Framework (ARTF) to enable real-time updates and optimisation.
The initiative underscores the industry’s move toward more interoperable, data-driven advertising systems, aimed at improving performance outcomes while reducing operational inefficiencies across the digital advertising value chain.
